Do It! Marketing Blog: Marketing for Smart People™

Stop being put off by objections that stall your sales – and your income. 

Join my pal Mike Brooks for this NEW sales webinar on June 12 (free, of course), where you'll learn – word for word - how to overcome these common stalls:

During the Call:

"We're not interested right now."

"Could you email me something?"

During the Close:

"I'll show this to my regional manager (boss, partner, etc.)"

"We're still looking at a couple of different options on this right now"

Plus a NEW voicemail script for prospects who are stalling you by NOT calling you back!

Register for this info-packed training webinar right now to make sure you don't miss out. 

And please do share the registration link with other folks in your network who are tired of losing sales to the dreaded "stall" - you can point people directly to: 

http://mrinsidesales.com/stall.htm

These strategies could make all the difference to help YOU sell more products, services, and programs. Mike's content-rich webinars always fill up, so register now to avoid missing out. 

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As a marketing speaker and marketing coach, I often work with clients who are seasoned entrepreneurs. They've been doing great work for good clients for years - sometimes decades. 

And in the technology world, they call these longtime clients who are using your longtime services "legacy" clients. 

Here's the problem - legacy clients can hold your business back.

You need to learn how to let go so you can grow. In this post, we'll explore how to do that. But first, here's the bottom line on the problem:

Legacy clients want to keep using your legacy services.

These are services, products and programs that you really don't want to sell any more. Because you don't want to DO them anymore. Regardless of the money. 

Yes, let me repeat that - REGARDLESS of the money. (The fact that they may be generating a lot of revenue but very little profit is a topic for another day. For now, think about that and see if it's true for YOU.)

An interesting paradox

Most business owners, entrepreneurs and independent professionals get all excited about ADDING new products, services and programs to their business. They do so with great relish, enthusiasm, and fanfare. 

Here's the problem - you can't keep adding. It doesn't make sense.

If you're a coach, consultant, speaker, or professional services provider, having two different investable opportunities might be good - having three might be better - having five may be challenging - and having seven may be disastrous. 

How to let go so you can grow

When you realize that your business has grown in too many directions with too many ways people can use your services - yet not enough focus, clarity, momentum, or profits for YOU - then it's time to LET GO. 

Time to cut back. Lose some branches. Prune the tree back so it can grow healthy again - and straight in the direction you want it to.

Naturally, you can't go "cold turkey" (although really, you can - more on that in a minute...)

So here is a stepwise plan to help you get rid of parts of your business that are holding you back so you can make room for the new, profit-rich, and on-strategy offerings that reflect the current focus of your business, your desired client base, and the revenue targets you want to hit.

1. Let your internal team know that your legacy services and programs are no longer accepting new clients. This will hold YOU accountable for not selling any more of them, no matter how tempting it may be. The first person you need to convince that you're not in that business any more is YOU.  

2. STOP selling, marketing and talking about your legacy services. Don't take them completely off your website or marketing materials yet, but if they are featured prominently, make them less so. 

3. Put your NEW offerings front and center in everything you do. Lead every marketing and sales conversation toward your new services and investable opportunities. Talk about them with your referral partners, influencers, advocates, business friends, past clients, and new prospects. 

4. For current clients, use the "Switch or Stop" technique. As legacy clients finish their programs - or at a natural stopping point (for accountants, the end of the quarter - or for consultants, the end of a project milestone for example), bring up the subject of transitioning your client from the old service model to the new. Put a deadline on the calendar for making a decision to "switch or stop." Make it OK for them to stop and not feel bad or awkward. And don't leave them in the lurch - always have a referral in your pocket for someone else they can use if they want to continue with a service similar to the one you are discontinuing. 

5. Take advantage of natural attrition as you ramp up. As an example, you might gradually go from 10 legacy clients down to 7, then eventually 4, then the last 1 or 2. All the while, your main job is to fill your client roster with NEW clients using your NEW services. If you time this right (always the tricky part!) you'll get more new clients before the old ones transition out. This is one of the more uncomfortable phases of the process because you'll feel like you're trying to ride 2 horses at once. And you'll be torn with second guessing yourself that "maybe these old services aren't so bad after all..." Don't listen to that voice. It's the voice of fear and scarcity. Block it out. 

6. Rip off the Band-Aid. Once you've made the transition as smooth as you possibly can - both for yourself and for as many of your legacy clients as possible, it's time to rip off the Band-Aid in one quick, if somewhat painful, move. Have a heart-to-heart conversation with your remaining clients and make it clear that: 

a. You value their trust and friendship.

b. You appreciate their long-standing business over the years.

c. It's time to switch to your new model or you'll help them find another resource.

d. They can always call you for friendly advice, insights and recommendations and you remain in their service because you care about their success. 

That's the very best that you can do - and it's what a trusted advisor does.

Easy? No.

Necessary? Very.

Benefits: Huge.

This is nothing short of the roadmap to the future success of your business. 

And you can't get there if you're stuck looking in the rear-view mirror. 

Look up ahead - the sun is rising over the horizon of your new (ad)venture. Focus forward, hit the gas, and let's GOOOOO!!!

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on this topic and join the conversation... 

Nope, this is NOT a post about that kind of soft, squishy "mission-vision" thing...

This post is about what's on your plate right now - today - right this minute. 

My friend, Jose Palomino, sent me an email this morning about some website tweaking that he's doing. He wrote, "Getting the timing right and the sliders to stop rotating after the final reveal is today's mission."

Bam - that was his ONE thing for today. Was he doing other tasks? You bet. Was he developing business, calling clients, following up on sales leads, and doing paperwork? Sure... but he also had his "mission" for the day. 

When it comes to being a small business owner, independent professional or speaker/consultant, you have a million things to do and a hundred priorities. 

Wouldn't having a SINGLE mission for the day be great? 

Well - you can. Many important tasks can be done in as little as 15 minutes -- and tackling ONE head-on might be exactly what you need to regain that most precious entrepreneurial asset - MOMENTUM.

Some examples to get you started: 

• Revise your home page copy
• Write an important email to a client or prospect
• Send an invoice you've been proscrastinating on
• Post a blog
• Submit an article to a trade journal or industry publication
• Respond to a media request
• Send out your email newsletter
• Circle back with a prospect who's on the fence
• Clean up your LinkedIn profile
• Post a long-overdue recommendation on LinkedIn
• Send a thank-you note
• Mail a book to a prospect, influencer or decision-maker
• Pick up the phone and apologize to someone important
• Ask for that referral you've been shy about pursuing
• Contact that virtual assistant you've been thinking of hiring 
• Post your internship job description with your local university
• Begin a research file or a Google Doc for your next book
• Make a list of 20 companies you'd like to do business with
• Clear off your desk (you can do this in 5 min. if you create a file folder called "Crap from Desk" and today's date!)
• Do a competitive sweep and see who's doing what in your industry so you can refresh your offerings
• Shoot a 2-minute video and post it to YouTube
• Buy my book and get $747 in bonuses right now (Shhh...)
• Erase the whiteboard in your office and create a "fresh start"
• Take yourself out to a coffee shop for a 2-hour strategic meeting with yourself, a legal pad, and a pack of Sharpies
• Take a nature walk and bring your pocket audio recorder or smart phone to capture ideas
• Reconnect with an old client, friend, or colleague
• Write an amazon book review for a book you admire in your field
• Call your tech wizard to fix a nagging technology problem you've been tolerating for way too long
• Leave a 45-second voicemail for a client just to say how much you value your relationship with them
• Visit your favorite bookstore or newsstand and buy a magazine to flip through for new business ideas

As a marketing speaker and marketing coach, I'm often asked "How can I pump out content the way you do?" or "How can I be as prolific as David Newman?" [Thank you to Julie Cohen for the question!]

Here are several ideas to get you started:

1. Pay attention. You have great ideas all the time. It's just a matter of capturing them for future reference and writing enough down "in the moment" so you can revisit and flesh the ideas out later. (See Blogging 101: 7 Ways to Capture Ideas Like a Ninja)

2. Repurpose. If you are a speaker, coach, author, or independent professional, your clients are asking you for your best content all the time. Whether it's audience questions, client challenges, questions you answer by email, or advice that you give to folks you coach or mentor, it's all there to be repurposed and redeployed as part of YOUR content empire. 

3. Repackage. Got a book? You have 50-100 blogs. Got a great presentation or training seminar? There are 20 articles hiding in there. Do you write a column? Each column read out loud with some verve and energy could probably make for an awesome podcast. Got smart friends? Boom - there's your video interview series. Content repackaged from one medium into another takes ZERO development time and just some intentional repackaging time. 

4. Ask. Use your social media accounts like Twitter or Facebook (or even better - simple survey tools like SurveyMonkey) to ask members of your target market what they are hungry to learn. What answers are they seeking? What advice are they hungry for? What problems are they wrestling with? 

5. Riff. In all the newsletters you receive, blogs you read or videos you watch - there are seeds of content that you can riff on, respond to, share an opinion about, or take in a whole new direction. What books are on your nightstand? What industry publications are in your mailbox? What conferences do you attend? Take those ideas and wax, wane, agree, disagree, rant, rave, and otherwise opine with YOUR best advice, insights and recommendations. 

What do you think? Use the COMMENTS area below to share your own experiences with becoming prolific and creating and posting top-notch content to share with YOUR followers, fans, prospects and subscribers... 

The new marketing is all about Ask and Give. 

What does that mean? 

• Ask for attention
• Give value
   
• Ask for engagement
• Give relevance
   
• Ask for help
• Give relationship
   
• Ask for support
• Give community
   
• Ask for insights
• Give advice

Two great examples you can adapt in your own business:

1. My friend Karyn Greenstreet is Asking for your input. And she is Giving 26 business building bonuses for answering her 6-question survey about how small business owners and entrepreneurs like to learn. It will take you two minutes or less to share your opinions. The GIVE is far greater than the ASK. 

2. Here is an amazing story from the world of music - notice how everything Amanda did (and does) is based on Asking and Giving:

What do YOU think of the approach above? Please share your advice, insights and recommendations about the value of ASKING and GIVING in the COMMENTS area below...

Quick announcement for you - and a "mark your calendar"... 

You're invited to join me for a brand new teleseminar titled "Consulting Revenue Roadmap" on Wednesday May 8 at 12pm Eastern.  

Details are here if you want to cut to the chase. 

This is perfect for professionals who want to start a consulting practice or seasoned consultants who want to grow their practice and make more money. Also highly relevant for speakers, authors, coaches, high-fee experts, independent professionals, and senior executives.

What you will take away from this 60-minute info-packed program:

• Design the best consulting strategy for your particular expertise
• Discover and evaluate potential niche markets
• Get a simple, repeatable process for researching what types of consulting services and programs your target market will pay for - and use this strategy to start prospecting tomorrow
• Package, promote, and price your consulting programs to maximize profitability
• Set up simple backend systems to scale your consulting marketing AND delivery tasks
• Adopt no-hype, high-integrity methods of selling tens of thousands of dollars of consulting each time you work with clients and audiences of any size in any industry
• Develop a continuing stream of new prospects to fill your professional practice and your marketing database
• Build long-term recurring revenue into your business model with licensing and certification programs
• Do all of this in a specific, structured, and stepwise way to short-circuit any feelings of overwhelm and to regain full control of your business, your income, and your life!

Don't take this personally but... you're making a BIG mistake. 

Yeah... it's bad.

And you don't even know it. 

But it's costing you money, time, relationships, and ultimately it's impacting your bottom line in ways that you cannot even imagine. 

In a word, it is... 

LAZINESS. 

Yup. Sorry. Truth-telling time. 

You're a lazy bum.

What do I mean?

You're marketing mindset is set to "bulk mode."

Over the last two weeks alone, I've had several of my smart, professional, experienced and (otherwise) emotionally intelligent clients either ask me about (or worse - tell me that they already did) the following: 

1. Send out a mass email prospecting for a six-figure consulting program
2. Use a LinkedIn status update to request LinkedIn Recommendations from their 900 connections
3. Use a bcc email to about 20 high-profile authors, speakers and experts soliciting blurbs for their upcoming book

In each of these cases, my reaction was swift and simple -- and as painful for them to hear as it was for me to convey:

This is jaw-droppingly stupid.

Even if you needed to communicate with 100 high-level decision makers at one time (and you don't) - do you think you'd get better results if you sent a private note OR if they see that you put in ZERO effort to reach out to them INDIVIDUALLY because at the bottom of your note it says "Click here to unsubscribe or change your email preferences - Sent by Constant Contact."

Come ON, folks... 

Similarly, would you be more likely to help someone who sent you this LinkedIn Recommendation request via 1-on-1 email...

===

Lisa,

Thank you again for inviting me to keynote for your GPPCC Mini-Summit last week. So glad to hear that Bob is recovering from his accident and that the direct mail project we discussed is off to a roaring start!

Would you be wonderful enough to write a few sentences by way of a LinkedIn recommendation for me based on your great feedback you shared with me right after our program last Friday?

Thank you in advance for considering it and let me know how I can be helpful to YOU. 

-- David

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...OR someone who posted this as their LinkedIn status: 

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I'm collecting testimonials or recommendations from my past work. If interested in contributing, please email a testimonial that I can use on my website and other marketing materials... I am positioning for a new book... more to come soon! Many thanks in advance!

===

Not even close, right? 

Here's the math you need:

1x100 is 100X Better than 100x1

Send the same core email - personalized and tailored to each person - to 100 people. 

Do NOT send 100 generic emails to a list and hope for anywhere near the results you want. 

I don't care if you're asking for sales, asking for leads, asking for referrals, asking for book blurbs, asking for help, asking to sell Girl Scout Cookies, or asking for a date.

If you don't make THEM feel special and worthy of your precious time, you can be sure they will reciprocate with the exact same level of effort - aka ZERO - in helping you get what YOU want. 

Not the outcome you're after.

Final note: I've had salespeople and internet marketing types tell me, "Yes but you can personalize those emails."

Come on... your clients, customers, advocates, allies, referral partners and friends aren't stupid. They can tell the difference between a true PERSONAL email (the good kind) and a PERSONALIZED email (the bulk kind). Doesn't matter how cleverly you disguise it.

They. Can. Tell.

Want one more cautionary tale? See this post for a great way to NEVER get a referral. 

Anytime you need a reminder - just print this out and post it in your office where you can see it nice and big (right-click the graphic and select "Save Image As" to save it to your desktop):

Tags: sales mistakes, 1x100 is 100x better than 100x1, doit marketing, marketing speaker, marketing coach

WHAT DO YOU THINK? Use the COMMENTS area below to leave your advice, insights and recommendations on these ideas and join the conversation...

Want to get more marketing juice out of your business blog? 

Don't tell me - the answer is... Yes!

Ha - knew it!!

Sooooo... what should you be doing on that good old blog of yours - BESIDES blogging? 

Here are FIVE big ideas you can implement in FIVE minutes or less... and generate some pretty serious results FAST. 

1. Optimize past post titles. Based on your keyword and search engine optimization strategy, you probably have some great blog content with titles that are not optimized. For example, as a marketing speaker and marketing coach, two of my SEO key words (in case you couldn't tell!) are marketing speaker and marketing coach.

Sometimes, I'm good about including those keywords in my blog titles right when I post them. For example: 

Marketing Speaker: 5 Books You Oughta Buy NOW  

and

Marketing Coach: 17 Ways to Drive More Traffic FAST  

And sometimes, I'm not. For instance: 

23 things to say when you're asked for 'free consulting'

17 great answers to 'How much do you charge?' 

So if you go back to some of your older posts and change the titles to be more in line with your SEO keyword strategy, you'll attract new traffic and more traffic to your older (and probably underappreciated!) posts.

2. Add or update Calls to Action on your posts - including adding or updating the calls to action on your most popular posts which continue to generate a healthy volume of regular traffic.

A call to action is NOT a sales pitch - it's a way to OFFER value and INVITE engagement. For example, good calls to action for your business might include: 

• Subscribe to get regular updates
• Download this free eBook
• Get a free assessment
• Contact us for a No-BS initial consultation
• Take an interactive quiz
• Register for this free teleseminar
• Subscribe to our podcast on iTunes

This is the simplest and fastest path to convert visitors to leads to sales.

3. Reblog your golden oldies. If a topic worked really well, got a lot of comments, inbound links, and social media love the first time around, it may be time to revisit that topic.

Grab your old content and use that as a starting point for an updated new post - using 80% of the proven material from before and simply adding to it, enhancing it with newer examples, adding video, audio or other multimedia enhancements like Slideshare or Animoto. 

Add links to resources from other experts that relate directly to your content. Make sure to optimize the post's title, tags, categories and metadata to get some zesty Google juice, choose an eye-catching photo or graphic from Shutterstock.com or your favorite stock photo site and boom - you're done!

4. Use your blog to test new offers. Sometimes you want to put an offer out there to see what kind of response it might generate WITHOUT hitting your email list with a blast that might send more of your subscribers scurrying for the "Unsubscibe" button.

Your blog is a great place to send up "trial balloons" for new products, new services, new programs and new investable opportunities that you're not 100% sure are ready for major promotion via your ezine or email marketing efforts.

It's perfectly OK to "soft sell" occasionally - or even better, launch a short 3-question survey - on your blog to gauge your audience's interest in working with you in a new way.

5. Review older posts and find places to cross-promote your newer blog posts, your social media postings, your Flickr photos, your YouTube videos, or your other multimedia assets.

This is a great opportunity to build what are called "internal links" - links from one of your web pages or blog posts to another - to create a "web" of interlinked content and to boost the SEO of your overall site using anchor text that describes the content you are pointing people to.

For example, you might add the following to your older blog posts:

• Check out this YouTube video on effective business card design
• Here's another post you might like titled "What is inbound marketing?"
• Here's a screencast about How to Generate 10X Traffic on LinkedIn
• Want to get better at generating referrals? Read this post on Building Your Referral Blurb

Tags: blogging for business, business blogging, doit marketing, marketing speaker, marketing coach

WHAT DO YOU THINK? Use the COMMENTS area below to leave your advice, insights and recommendations on these ideas to breathe new life into your blog...

As a marketing speaker and marketing coach, I'm often asked to review my clients' proposals to help them land 5- and 6-figure training, speaking, and consulting contracts. 

The #1 most powerful strategy that will increase your hit rate no matter what you're selling is to be clear and explicit about your client's expected Return on Investment (ROI) -- using their OWN numbers. 

For example, take a look at this suggestion I made to one of my amazing management consultant clients last week... and see how YOU can model a similar section on page ONE of every proposal YOU send out... 

As you may know, my new book is coming soon... and I need your help...

If you pre-order the book today, you will get over $747 in business-building bonuses RIGHT NOW and LATER, you'll also get a minty-fresh book jam-packed with savvy marketing, sales and business development strategies, tactics and tools. (You'll be among the first to take delivery of the book the moment it is released - on or about June 5.) 

To check out the pre-order bonuses you'll get immediately when you buy today, visit: 
http://doitmarketing.com/book-bonus 

I'd love your help in climbing the amazon charts today - even before the book is released. Is it a good book? Obviously I think so... but fortunately, I'm not alone! Here are just a few other people's opinions...

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"One of the most practical marketing books you will ever read - so what are you waiting for?"
-- John Jantsch, author of "Duct Tape Marketing"

"Do It! Marketing is a complete system for effective marketing. It is a fun read and the ideas, tactics, strategies and exercises it provides will set you apart from your competition."
-- Mark Sanborn, author of "Fred 2.0" and "You Don't Need a Title to be a Leader"

"A terrific book packed with a gazillion smart ideas you can use immediately to supercharge your marketing. But beyond all those great ideas, Do It! Marketing shares key concepts and simple systems that will bring you more business with much less struggle." 
-- C.J. Hayden, author of "Get Clients Now!"
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When you pre-order today, you'll get more than $747 in instant-access bonus material from some of America's TOP business experts. Everything is waiting for you here:
http://doitmarketing.com/book-bonus  

-- David